ABSTRACT
A same-brand bottled food sold by competing retailers may be produced in different countries. This investigation offers an empirically-based view of how consumers evaluate a bi-national bottled food product which carries a brand associated with a developed country but is manufactured in a developing country, as opposed to its home-country-made variants; and also seeks to identify extrinsic product cues which may moderate their responses. Results show that perceived quality erodes because of an off-putting COM image, while a short shelf life improves its evaluation. Such effect, however, is limited to small-size and glass packaging. In addition, shoppers’ product quality perceptions raise their willingness to pay.
Disclosure statement
No potential conflict of interest was reported by the author(s).
Additional information
Notes on contributors
Hsuan-Hsuan Ku
Hsuan-Hsuan Ku is a professor of Department of International Business, Soochow University, Taiwan. She holds a PhD in marketing from National Taiwan University. Her research interests include consumer behaviour and marketing strategies. She has published in The Service Industries Journal, Industrial Marketing Management, Psychology & Marketing, European Journal of Marketing, Journal of Advertising, Marketing Letters, Managing Service Quality, Journal of Consumer Behaviour, Journal of Marketing Management, Marketing Intelligence & Planning, and Journal of Service Theory and Practice among others.
Hsin-Yu Chen
Hsin-Yu Chen holds a MBA with a specialisation in international business from Soochow University, Taiwan. Her research interests include consumer behaviour and marketing strategies.